Haidilao employees broke the news "mysterious man" unannounced visit report: employees who can no longer "laugh", the problem of labor shortage emerges

The "mysterious man" came to the restaurant from time to time, tasted dishes, observed the service, and recorded and scored one by one in a calm manner.
This is not a movie bridge, but a special unannounced visit that happened in the Haidilao (06862.
HK) store.

"The young lady responsible for taking the seat has a stiff expression and is not enthusiastic enough.
" "Towels are distributed enough during the meal, but the frequency of distribution is uneven.
" "The waiter in the store did not go jogging and can't see the sense of urgency.
" .
.
.
These things are not observed in detail.
Report of unannounced visits by the "mysterious man" from Haidilao.

A number of Haidilao employees told Times Weekly that for stores with A-level ratings in unannounced visits, employees will be given priority when appointing store managers in new stores.
Haidilao, whose signature is the ultimate service, has the same extreme assessment of its employees, but at the same time it is losing employees who can no longer "laugh".

On the evening of March 23, Haidilao released a 2020 annual audited performance report.
The financial report shows that in 2020, Haidilao achieved revenue of 28.
6 billion yuan, a year-on-year increase of 7.

8%, and net profit was 309 million yuan, a year-on-year decrease of 86.
8%.

At the same time, according to the financial report, Haidilao has experienced a shortage of labor in the second half of 2020.
Therefore, starting from the third quarter of 2020, Haidilao will comprehensively increase the basic salary standards of frontline employees in mainland China.
According to the conditions of different cities across the country, the basic salary standard will increase from 200 yuan to 1600 yuan per month.

On March 24, the relevant person in charge of Haidilao told Times Weekly, “Haidilao opened 544 new stores last year and paid 600 million yuan in domestic taxes.
The total number of employees has exceeded 130,000.
The group hopes to help employees achieve'change fate with hands'.

.
"

In the view of Zhang Hao (pseudonym), a former employee, Haidilao’s salary increase is really helpless.
Zhang Hao worked for two years in a Haidilao store in the core business district of a third-tier city in Guangdong.
On March 22, he told the Times Weekly that the employee turnover rate of Haidilao stores has been high.

“The store is open all day, and employees only work in early/night shifts.
Each shift lasts 12 hours.

While extreme service pushes up labor costs in disguise, financial reports show that in 2020, Haidilao's raw material costs will also rise, but the turnover rate and same-store sales growth rate are declining year after year.

Haidilao, a star restaurant company that has been on the market for more than two years, is facing pressure on its revenue growth.

1.
"If there is no salary increase, who will do it?"

1.
"If there is no salary increase, who will do it?"

At the end of 2020, Wang Ning (pseudonym) asked the company to leave.
Wang Ning, who has been employed for nearly three years, and his wife are both Haidilao employees and enjoy the housing subsidy provided by the company for husband and wife, but the two finally chose to leave.
"To prepare for pregnancy, work is too busy and too tired to take care of it.

" On March 22, Wang Ning told Times Weekly reporters.

Wang Ning provided a "Waiter Service Process Training Material" to Times Weekly reporters with as many as 7000 words; while another "Operation Manual" listed 31 characteristic services and 30 service question-and-answer standard words; moreover, "New Employee Service Skills Hundred Questions and Answers", as small as a spoon, as large as how to respond to the different requirements of guests at the same table.

"It's really tiring.
All the employees in the front of the WeChat sports ranks are their own employees.
" Wang Ning told Times Weekly.
Although there is no written standard for daily assessment, the standard has actually defaulted: "Smile is a must.

When you are too busy, guests call themselves.
The sound must come first to the person.
"

The "double high" of service requirements and work intensity is only part of the problem of labor shortage.
In Zhang Hao's view, what is more important is that Haidilao's salary before the salary adjustment is not competitive.

According to Zhang Hao, the monthly salary of Haidilao store employees is divided into two categories: minimum wage and piece rate.
When the piece rate is higher than the minimum wage, the piece rate is paid.
The piece rate is closely related to the flow of shoppers.

If it is a popular store in first-tier cities, relying on piece rate alone, the monthly salary of the waiter can reach 8,000 yuan, but if it is in the unpopular area, the employee only has a minimum monthly salary.

In Zhang Hao's view, if you can only get guaranteed wages, employees can choose other jobs.
"Before the salary adjustment, the minimum salary in Beijing's stores was 4,300 yuan.
If the business is poor, the monthly salary is only this amount.

This can be an 8-hour job in Beijing.
Why do you work 12 hours a day?" Zhang Hao gave an example.

As a result, in the perception of Zhang Hao and Wang Ning, the turnover rate of Haidilao's new employees remains high.
In Haidilao Post Bar, there are also many resignation speeches by new employees.

The high employee turnover rate directly affects the benefit of the store.
According to Zhang Hao, when the store he was in was under-staffed, even if there was a long queue outside and there were empty tables in the store, customers would not be able to sit down.
"If you don't close some of the tables, the employees are really too busy.

" Zhang Hao sighed.

Insufficient manpower will also increase the burden on older employees.
"When the shortage of people is to the extreme, I have tried to look at 10 tables alone and work for 20 hours continuously.
" Zhang Hao said.

In Zhang Hao and Wang Ning's view, old employees cannot be retained, and Haidilao’s new employees account for a relatively large proportion.
This may make Haidilao face difficulties when opening new stores.

The financial report shows that in 2020, Haidilao will open a total of 544 new stores.
On March 24, Lai Yang, dean of the Beijing Jingshang Circulation Strategy Research Institute, said to a reporter from Times Weekly: “The number of Haidilao stores is expanding.
It is necessary to ensure that there are enough senior employees to lead the new store to achieve a certain service quality.

There are too many new employees.
It will affect the quality of the new store.

2.
Revenue is facing bottlenecks

2.
Revenue is facing bottlenecks

The unified salary adjustment after the third quarter of 2020 may alleviate the labor shortage of Haidilao.
But in addition, several financial indicators in the 2020 financial report, including the turnover rate, same-store sales growth rate, and single business, all reflect the bottleneck of Haidilao's revenue growth.

From 2018 to 2020, the number of Haidilao’s stores increased rapidly from 466 to 1,298, but the turnover rate dropped from 5 times/day to 3.
5 times/day; excluding the impact in the first half of 2020, the average turnover in the second half of 2020 Taiwan's rate is still declining, only rising to more than 75% in the same period in 2019.

At the same time, from 2018 to 2019, Haidilao's same-store sales growth rate in mainland China also dropped from 6.
2% to 1.
6%.
As of 2019, this figure was -0.
2% and -1.
9% in domestic first- and second-tier cities, and only third-tier cities were still experiencing an increase of 8.
3%.

In this regard, Lai Yang said that the decline in Haidilao's performance is an inevitable trend.
"In the same city, when stores reach a certain density, the benefit of a single store is bound to be impacted and affected.
At present, stores in first-tier cities are facing this problem.
"

Wang Ning has a deep understanding of this.
Wang Ning works in Haidilao in Jing'an District, Shanghai, and there are 3 stores within 3 kilometers of the store.
Therefore, whenever Wang Ning is in a long queue at the store, some customers will be lost to nearby stores.

At the same time, Lai Yang also believes that Haidilao’s dishes are priced too high and the consumption capacity in second- and third-tier cities is limited.
In the long run, it is difficult for Haidilao to expand its stores in these places and it is difficult to obtain the benefits of first-tier cities.
"In the short term, Haidilao has formed a dimensionality reduction blow in the local catering market, seized the local high-end consumption power, and has considerable revenue.
However, when more catering brands enter into competition, Haidilao's revenue is bound to decline.
And it will greatly expand.
The store will also increase operating costs.
" Lai Yang said.

While costs are rising and revenue growth is slowing, Haidilao under the spotlight wants to take measures such as reducing costs or increasing prices, but it is difficult to make any progress.

In April 2020, Haidilao was complained by consumers due to the increase in the price of dishes after the epidemic, triggering public controversy.
Subsequently, Haidilao issued a letter of apology and the dishes returned to their original prices.
At the beginning of March, Haidilao was questioned because some stores replaced Xiaoliutai's five-spice beef cubes with soy products "flavor companion".

In Lai Yang's view, Haidilao's limited revenue and difficulty in price increases are due to the single brand business.
At present, the hot pot dine-in business accounts for more than 95% of Haidilao’s revenue.
The single business has led to the consolidation of consumer groups, and it is difficult for Haidilao to make major adjustments to product types and prices.

In order to improve the cost structure, Haidilao has been exploring in the field of smart restaurants.
Relevant personnel in charge of Haidilao told Times Weekly that in 2020, Haidilao has built and renovated more than 50 new technology restaurants, and promoted equipment and technologies such as vegetable dispensers and central kitchens to directly serve finished dishes.
More than 900 stores have deployed vegetable transfer machines, and over 1,000 stores have introduced kitchen cleaning equipment.

Lai Yang analyzed that only by realizing multi-brand operation can Haidilao's growth bottleneck be solved.
"The hot pot track is fiercely competitive, and Haidilao's market share is easy to compete for.
Only by launching various sub-brands according to different consumer groups can Haidilao gain a greater market share.
" He said.

Source: Times Weekly

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

xianjichina.
com">Return to Xianji.
com to see more